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当前位置: 首页 > 售后 > 艺源智库
小程序商城丨不止是开放对封闭,百度与微信做小程序的区别在于基因不同
时间:2019-02-23 09:46:34
文章发布:李阳
原创作者:未知
来源:互联网

微信小程序崛起之后,小程序的市场竞争越发激烈,阿里与百度相继入场,9月12日支付宝正式成立小程序事业部,并有意孵化支付宝小程序生态创业者,来势汹汹。


另一面,百度也不甘下风,在9月6日,百度举办了一次关于百度智能小程序的闭门会议,总经理平晓黎在该场闭门会议上,向开发者透露了百度智能小程序的关键数据,相关截图,讨论内容也已经流出,各项数据也均让人侧目。


挑重点来看,作为百度的重要战略级产品,智能小程序在流量运营方面表现可以说是十分出色。“智能小程序整体MAU增长接近100%”,据内部人透露MAU规模已经达到亿级,显然,普通开发者关心的流量运营已经不再是问题。


不过流量只是一方面,在本次发布会上,百度方面还透露了一系列关键数据以及百度的相关策略,这些对于开发者和行业的未来,都会起到关键的作用。


小程序商城丨不止是开放对封闭,百度与微信做小程序的区别在于基因不同-艺源科技


差异化一,“搜索+feed”分发场景逻辑PK社交分发场景逻辑


本次闭门会议中,百度方面对自身的策略与微信进行了详细对比,微信的小程序的分发必须依赖微信社交关系链,对于工具类小程序有着天然困境,而百度则对工具类产品有着天然的场景分发能力,这是与微信在分发上的区别。


首先看看搜索场景的分发。百度APP拥有1.5亿日活用户,用户每天都有海量的搜索行为,而相关的智能小程序自然无缝接入其中,在用户搜索相关服务时,智能小程序可以直接推送,这点不必多言。


其次是feed流场景的分发,百度Q2财报显示,凭借百度的信息流分发能力,百度Q2用户同比停留时间增长了30%,这也为智能小程序的分发提供充分的土壤环境。


在本次闭门会议中,百度方面透露,智能小程序并非生硬的植入进信息流之中,而是时事热点内容,加上用户搜索数据,用户画像数据,相关一系列匹配后,为用户推出精准内容服务,这样也极大促进了百度信息流的分发。


差异化二,DAU逻辑PK存量维护逻辑


金沙江知名投资人,微信小程序创业者投资人朱啸虎表示,对于微信小程序,创业者能否把微信用户留下来,如何激活存量用户,这是他作为投资人关心的。


但是另一面,也有投资者与创业者不再认同这种维护存量用户的激活逻辑,例如刚刚获得投资的小程序创业者,“柠檬记账”、“ 寻光游戏”的两位创始人,郑津东与武临风都同时表示,不将小程序的留存率作为关心的重点,反而更看重小程序的DAU本身。


在微信中开发小程序,必须想尽一切办法利用微信关系链,否则难以产生分发,以及用户的沉淀,工具类产品天然难以具备这一特点,因此只能是头部电商,游戏类小程序获得红利。


而百度的逻辑恰好相反,百度的流量性质与微信的流量性质有着跟本区别,基于“搜索+feed流”的用户使用场景,百度更需要在用户的使用体验之中插入智能小程序,两者的流量其实有着根本性的区别。


百度更关注能否让用户在使用过程中达到满足,继而做好智能小程序的需求匹配,并通过交叉营销、Push消息推送,Feed流等多种手段,来激活用户的使用。在这一产品设计哲学的驱动之下,百度贴吧也取得了不错的成绩。


百度贴吧智能小程序相比此前的H5页面用户停留时间增长了23.1%,活跃用户增长了17.2%,人均使用时长也增加了30%以上,这说明了DAU策略的差异化竞争行之有效。


差异化三,开放逻辑PK封闭逻辑


目前,微信的小程序一直是围绕微信社交体系在发展,而支付宝小程序主要围绕信用免押金等金融服务,二者都已经进入较为成熟的阶段,并且双方都属于封闭逻辑。


而百度智能小程序则采取的是开放逻辑,在本次闭门会议上,百度方面表示,将在今年第四季度对普通开发者进行开放,给予普通开发者机会,同时另一方面,百度还对外透露了开源计划。


所谓开源计划,即开源百度智能小程序,让B站、58同城、爱奇艺等这类百度合作伙伴,可以接入百度智能小程序,而届时百度智能小程序将会拥有更大的流量来源,这也是百度做智能小程序的开放策略,让这些第三方拥有流量的APP直接成为百度的流量主。


同时对于成为流量主的第三方APP,百度为其准备了完善的变现途径。依托百度联盟多年的广告投放经验,以及丰富的联盟资源,百度可以为其提供完善的变现途径,实现更大的共赢,这也会吸引更多受困于流量变现的APP加入到百度的智能小程序联盟之中,在这点上与过去站长时代如出一辙。


有成功的封闭系统,自然也会有开放系统,正如Mac与Windows,IOS与Android,封闭与开放系统的共存形态,一直是互联网进化的铁律,而百度智能小程序这种开放形式,也有机会在在支付宝小程序和微信小程序的封闭流量体系之外,找到更大的生存空间,这是其差异化竞争的特点。


从2017年微信推出小程序至今,已经走过一年9个月,其6亿用户的规模也为行业揭示了这一市场的前景。


百度作为挑战者,也拿出了自身差异化的竞争能力,双方虽然都在做小程序,但却又不是完全的竞争关系,小程序作为移动互联网时代的新物种,在BAT三家的竞争之下,其形态以及天花板,还远远没有到来。

小程序开发
标签: 微信小程序
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